The purpose of this brief was to change the habits of mega-city inhabitants nurturing a movement of people who are optimistic about the future and are prepared to take small actions to make sustainable living common place. The Unilever brand chosen was PG Tips and the area addressed ‘Enhancing Livelihoods’ in the City of London.
The key idea for the campaign was to emphasize the ‘benefits of tea’. PG Tips have the benefits of tea on their website, but research highlighted that there were more tea facts and further benefits.
The campaign has a wide target audience from children to pensioners, while the message is communicated by taking one of the benefits of drinking tea and working with image and copy to put that idea to the public.The 8 benefits chosen will be executed through posters, interactivity online, a PG Tips van and through postcards in PG Tips boxes:
Tea actually quenches your thirst and hydrates you - Quench your thirst
Tea helps you stay alert - Who needs an excuse
Tea aids digestion and energy - Whatever day you’ve had make it better
Based on decaf tea - Sleep well…
Tea helps with your skin and aging - For the feel good factor
Tea leaves - The future’s rosy
Lose weight by drinking low calorie tea - Zero calories of 17 with milk
Placement of posters is around the London transport network, on bus stops, tubes etc.
The strategy also includes an online interactive element, further interactivity within the PG tips packaging and an ongoing guerilla campaign. The execution takes place through Facebook with a link to an interactive map showing locations for the guerilla campaign on the PG tips website. The guerilla a campaign consists of a PG tips van, complete with monkeys travelling round London and benefiting local communities. The map will show the initial locations marked by PG tips flags with dates and times when you hover over them. People can also request a visit to their community for a good cause; this could be the elderly, isolated or disabled people, homeless people, generally people who would benefit by a visit. The PG tips tea packaging will contain a postcard and envelope to request a visit, showing the map on the front. People can also put in a request on the website.
Facebook page - map repeated with updates
The PG tips van aims to bring people together for a cuppa in the open air. The back of the van will promote the ‘Enhancing Livelihoods’ message that Unilever are working towards for sustainability by 2020, for their growers and transporters. This feature runs throughout the campaign.
Back of van
interactive map on PG website
postcard and envelope in PG Tips box
